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摘要随着我国经济的快速发展，我国高校市场也随之迅速发展，加上高校自身所蕴含的强大消费能力，从而使得高校市场在整体市场环境中占到的份额越来越大。在我国的现有发展中，一部分企业发展越来越重视到高校这一领域，认识到在校大学生将是市场消费的重要动力，在整个营销策略中逐步重视推进高校发展策略。从另一方面而言，还有很大一部分企业存在忽视高校所带来的整体效益，认为对待高校发展和整个市场应该采取相同的模式，致使企业失去了挖掘高校价值的机会，在整个的营销策略方面出现一定程度的偏差。就我国目前互联网背景下企业发展而言，对待大学生市场只是进行了粗浅的尝试，在整体的高校市场规模与体系还未成型，尚处于不断探索的过程中。本文将对整体高校群体消费能力、大学生需求，以及市场营销学等多个方面进行综合分析探讨，探讨我国互联网发展背景下企业对高校应该采取的营销策略，使得既能保证企业的营销目的，又能符合当代大学生的消费需求。42849
【毕业论文关键词】：高校；市场营销；互联网
Abstract
With the rapid development of the economy of our country, development of colleges and universities in China is becoming more and faster, coupled with the university itself contains strong consumption capacity, which makes the market in the development of China's market accounted for an increasing share of heavier and heavier. In the current development of our country, a part of business development, more and more attention to to the colleges and universities in this field, realize that college students will be an important driving force for the consumer market, in the whole marketing strategy gradually pay attention to promote university development strategy. From on the other hand, and a large part of the enterprise exist overall benefits brought about by the neglect that treat the development and the market should take the same pattern, cause an enterprise to lose the opportunity to excavate the value of, phase of the degree of deviation in the overall marketing strategy. On the background of China's Internet business development, the treatment of college students only to carry out a small degree of testing, the overall market size of the University and the system has not yet formed, is still in the process of continuous exploration. In this paper, we combine the current China Internet development and college students' performance and psychological needs, the overall consumption ability, psychological needs, and marketing science and other multiple aspects carries on the analysis discussion, combined with some enterprises at present in Colleges and universities in the implementation of the marketing strategy for example analysis, in the above research, develop a set in the background of the development of China's Internet companies treat in Colleges and universities should take the marketing strategy, which not only can guarantee their own marketing purposes, and can meet the consumption demand of contemporary college students.
[Key words]: colleges and universities; marketing; Internet
目录
摘要 2
前言 4
一、互联网的发展、特点与影响 5
二、企业对高校营销的必要性 6
（一）高校学生市场现实及潜在的商业价值 6
（二）学校为企业使用多种组合营销行为提供了环境 8
（三）大学生群体的市场需求 9
（四） 互联网能有效改善高校学生市场“碎片化”形态